Apenta+ ISOTONIC Keep up the level with Fábián Marozsán!

It is particularly important in the brand’s communication that the sports drink function is presented clearly and easily identifiable. The central element of the campaign is a dynamic TV commercial reminiscent of sports films.

To enjoy sports, it is important to find our own pace, and thus find ourselves in it. Apenta+ ISOTONIC helps us reach the point where training is no longer just a task to be overcome, but a natural state. And this has a name: FLOW.

The Apenta team wanted to convey this feeling with the film, which they asked documentary filmmaker Izabella Mazzag to direct. Iza’s directorial vision fit organically into the film’s concept: let’s show a top athlete’s training day up close and personal, and show how perseverance can lead to success. The climax of the film – an unusual solution in commercials – is a photo collage that symbolizes the flow experience experienced while playing sports.

The main character is Fábián Marozsán, who is currently Hungary’s number one male tennis player, and, like the product, is an up-and-coming, young face on the court. He is also a likeable, modest character, “one of us.” These qualities are also important because the entire campaign focuses not only on those who have been playing sports regularly for a long time, but also on beginners and those who are just starting out.

“It was important for us that Apenta+ ISOTONIC isotonic sports drinks be represented by a top athlete who is not only authentic, but also reflects the values ​​that the brand stands for with his performance. Fábián Marozsán’s career, continuous development and achievements resonate well with Apenta’s own development story and ambitions”

– said Patrícia Peres, Apenta’s Senior Brand Manager.

Creative Director Máté Mlinarics on the film’s concept: “Twenty seconds is not time, so we didn’t want to tell something, but to make it experiential. We don’t make the viewer watch from the outside, but put them on Fábián’s shoulders so that they can feel the weight of concentration and the rhythm of development up close. The raw, documentary visual world and the powerful sound design together elevate the story above the advertisement. We don’t explain, but let the image and sound carry the experience.”

“Filming the videos was a great experience. Just like every day in training, it was all about the details. This is very familiar to me, as I have worked this way throughout my tennis career. We had a lot of fun with the team while discussing different poses that would work well in the pictures”

– shared Fábián Marozsán’s filming experiences.

“Hydration is extremely important both during training and matches, as it is part of the “fuel” you need to stay competitive from the beginning to the end of the match, regardless of its length. In the tournament series, we often play in hot weather for most of the season, and these conditions further reinforce how important it is to pay close attention to hydration. Apenta+ ISOTONIC also helps me maintain my energy levels, so I can fully focus on my game”

– he added about the importance of hydration.

The campaign will run online and on TV from March 16, and will also appear on Apenta’s social media pages and in-store platforms, and soon on out-of-home devices.